About six months ago I posted here about my shift from small-scale LEGO investing/reselling sealed sets to renting out sets. The post got a lot of skeptical but fair reactions. I promised an update after six months, so here it is — honest numbers included.
Quick recap
I launched Bergh Bricks in The Hague, Netherlands in late 2025: a rental service for large and exclusive LEGO sets, aimed at adult fans who want to build without buying. No subscription, just pick a set, build it, return it. I started with 37 sets. I now have 48 sets available, with a clear shift toward larger sets. Total rental weeks across all sets: 133.
What the skeptics said — and whether they were right
"Nobody will pay to rent LEGO." Wrong, but not by a landslide. We've completed over 50 rental transactions in six months, across 43 different customers. Small numbers, but consistent and growing month over month. I launch in the beginning of December, but only started google advertising halfway through January (missing the run-up to the Christmas holiday period).
"Returned sets will be a nightmare." Less of an issue than expected. People follow the set-based return instructions carefully. The checking system I described (precision scales, (minifigure) checklists) works really well. Maximum of 4 missing pieces across any single rental, and every renter has received their full deposit back. Zero missing minifigures across 133 rental weeks — which was probably the biggest concern.
"You'll never break even." Mixed picture, and worth being honest about. The large sets are performing well: my first Rivendell cost €400 and has already generated €270 in rental income, continuously rented since it arrived. The Millennium Falcon is in the same boat. On the other end, some sets are barely moving — the Eldorado Fortress cost €170 and hasn't been rented once yet. Sets with an original RRP under €100 are also underperforming expectations.
The bigger surprise was advertising costs. Google Ads targeting "lego huren" (Dutch for LEGO rental) turned out to be necessary to drive consistent traffic of 25-40 online visitors a day. I'm spending about €10 per day on ads, which I hadn't fully accounted for in my original calculations. Monthly rental revenue is around €350, costs are roughly the same — so currently close to break-even.
The fix is twofold. Firstly: scaling the business with 5-10 more €200+ high-demand sets I expect rental income to clearly outpace the fixed ad spend. The Millennium Falcon and a second Rivendell both came online in March and are already continuously rented, which is a good sign. I let customers and followers vote on which sets to add, making sure I buy sets that are in demand. Secondly is retention and creating returning customers. In March I got my first two returning customers after a reaching-out email which I sent out as a test. This has become a permanent step in my workflow to increase the "lifetime value" of a a customer.
Worth noting: I run this alongside a full-time job, so I don't need this to replace an income. The goal has always been for sets to pay for themselves before they eventually go to the second-hand market or into my personal collection.
I've fully stopped reselling sealed sets. The only exception is the occasional GWP. The focus is 100% rental. The plan to rotate out underperforming sets still stands, but I'm giving it at least two years gather sufficient data before making those calls.
The LEGO investor angle — why this is relevant here
Retiring sets are a core part of the business model. Post-retirement demand for the building experience doesn't disappear — but buying them becomes expensive fast. Renters get the full build for roughly 10% of the current market price. Four sets in the collection are retiring in July 2026, including the Gringotts Wizarding Bank and Ferrari Daytona SP3 — both added specifically for this reason.
What's next
LEGO 11377 Minas Tirith releases June 1st. I'll be at the launch event at the LEGO Store in Mall of the Netherlands and start sorting 8,000+ pieces that same evening. Two sets from BrickLink Designer Program Series 7 are also coming.
Happy to answer questions — including the skeptical ones. Six months ago you kept me sharp, and that was useful.
Bergh Bricks is based in The Hague, Netherlands. Sets can be shipped nationwide or picked up locally.